Hello, in the Magnify series, we ask the experts the questions you want to hear answers to in the field of growth. Our guest today is Serkan Koç, one of the first people who come to mind when it comes to e-commerce, who has been working at all levels of Turkey's largest companies for nearly 30 years, welcome, Serkan, we found pleasant. Without wasting time, I would like to start with the question you are most curious about. There are brands that use ready-made commerce platforms, as well as brands that have their own infrastructure, but brands that use ready-made e-commerce structures experience friction in the processes. Most of them are changing these platforms and over the years. They made a lot of infrastructure changes. In the last year, we have been hearing a lot about the transition to shoppyfa. In this context, what factors do you think decision-makers should consider on the e-commerce side? Sustainability is especially important in these changes. In particular, it becomes very critical for those who make their own sites to work with whom and which agency they work. Because the agency you work for may leave you suddenly or its sustainability may be interrupted for certain reasons. Therefore, very good results cannot be obtained again. It is necessary to wrap it up. If you don't have a technical staff on your side to ensure that this is sustainable, ready-made solutions become more attractive. Of course, ready-made solutions are also diversifying. Because the possibility of making changes in ready-made solutions is very, very critical. The changes you can make for SEO are especially in the course of optimization in the course of the capabilities of the links come to the fore here. For this, I think it would be best to do this work through a consultant. Here, brands that actually have some problems on their own site often prefer marketplaces. In order to meet the turnover needs there or for other reasons, there is actually a little bit of a question about market places here. We also experienced a pandemic in the recent period, and then after the brands entered the marketplaces, the increase in commissions, shipping costs, and after the competition was at a very high level, they started to hear about the brands that gradually left the marketplaces. In this case, how do you recommend brands to act as a strategy? 2,000 to the people you talk to. We ate at eight, I think there was a study. It was made for Amazon America. Your maximum percentage of appearance on Amazon is 16%. In other words, whether you are the best price or the best content, you can get 16% visibility at the end. Therefore, in a competitive environment, you definitely need to feed your own channel or you need to support your influencer channels in different channels. If you just stick to the marketplace, this time you have to face 100 with the commission rates of the marketplace and some of the campaign requirements they make, and the volume is completely dependent on there. The competition there is that your competitor brand has a better campaign this time. Therefore, I recommend any company to establish their own channels at the beginning, but then they can definitely establish their own channels. Nike did the best of this. Nike 2. At the end of the 10-ninth, he decided to exit Amazon in December, and suddenly the e-commerce turnover jumped. Of course, there is such a situation, nike has done a successful job out of e-commerce. 2010, but later he took a General Manager who had worked well in the industry. This was very much in the e-commerce focus, and unfortunately, the company canceled other pardon farms and canceled their agreements with department blinds and redirected them to their own e-commerce site. This, unfortunately, offended them and caused them to lose a lot of churn. You need to keep it balanced. You need to manage both the physical channel, the online channel and all e-commerce online sales points in a balanced way so that when one of them creates a problem, it can find a way out of the other side. In fact, Nike is a global brand in a way that balances the companies, not all or nothing, but it is not very easy to get out of the markets in Turkey. Because there are also very serious turnovers. It's a brand that wants to get out there. How to manage it? Do you think that this brand should be very, very strong to switch to its own platform as soon as possible. Again, to give an example from the industry, LC Waikiki, I think it was 34 years ago that they were not affected too much. Because LC Waikiki had done a very good branding and everyone was already looking for it with their brand. The fact that a product that is sought after with its brand goes and takes part in e-commerce, or rather, it does not make a great contribution to buy a mark playster. They say that it has not decreased in turnover. After doing this, but if you do not have that much branding power, you should run this place in a very balanced way, as I said. Mark destin. I think it's the wrong decision to quit. In my opinion, it is a wrong decision to exit any channel. Because there are a lot of things we learn from channels, so when you are a marketplace, you learn from your competitors. You have the chance to follow the price levels, but if you don't have it on your own channel, you are highly affected by the competition there due to addiction. I don't recommend anyone to go to the market. Brands abroad use market presses a lot to stock. So, at least for him, you have to have a foot in the March composition, which is very absolutely important even for cash flow, for example, in such a period, you are very right. A related question, in fact, in the current economic conjuncture related to the foreign market, many brands have also thought about their overseas operations, and I think marketplaces seem to be the first option in these overseas operations. Starting from marketplaces for overseas? Building their own website abroad? You think it should be resolved there, you definitely need to move forward with marketplaces. There, too, the weakest is already Trendyol, they have built a very high visibility and awareness in Arabia and a very good infrastructure. With a single click, you can open all your products, not all your products, but of course the permitted products abroad. It provides a great advantage. Making your own channels is a very costly thing. It requires the visibility that it is there. My recommendation is that for companies that will expand abroad, if it is not only an e-commerce company, it should definitely establish an infrastructure with the physical, so that warehouse and return management is a method that makes it much easier. That's why it is a great advantage to go abroad with him, considering the physicality. Very recently, for example, the parent has been drinking in stores in London. Right now, they say they see a lot of pesra and her advantage. Another super question is actually a little bit related to the conjuncture, many brands expect and try to generate more income without spending much budget or spending the same budget in such periods. Here, too, the first strategies used are usually organic traffic. Here you have your own initiatives. There are consultancies that you provide. On this side, is there actually anything that you would recommend specifically for brands that you would recommend them work on? Of course, there is me. I don't believe in the thing. I don't believe in advertising too much. Especially when I came to the stinker, the first thing I did was to reduce the advertising budget and invest money inside, and he succeeded in that strategy. Because advertising should usually be done on products with good rhetoric, but it is usually an element that loses money. Because he keeps you there because he knows that you make money from the eyebrow lira on google, and that you can do business with you with more or less a little profit, no matter how much cost it creates as a percentage. Long story short, content management should be given importance, especially filters. Hail is an element that increases the conversion a lot. If you have filters that are missing filters, you must fill in your missing filter values. We are currently serving almost all marketplaces in this area. In addition, of course, our filter structures must be very good. It is necessary to realize this according to the search volumes. For example, the closest example is the category structure of a company that we provide consultancy for, there is the word epelator. The intermediate paste of the word epelator is 14,000, but the intermediate salary of the hair removal tool is 60,000. Hence the name of the category. It is supposed to be in the form of a thousand hair removal verses. Again, the smart watch filter with sim card in smart watches has a car of 44 thousand, but today there is almost no one on the market. So even the big marketplaces don't use it. Therefore, they have missed a lenling of 44 thousand and the volume to create. In the same way, when advertising on the smart watch with a sim card, they need to create the filter to drop it on the right page. It's all money. The losers are the companies that give priority to the advertisers, and because they miss this place, they stay low on the converts and try to spend money and bring traffic by constantly spending money. These are the 2 most important elements I would recommend. Needless to say, contemd content will strengthen the pages, blowing content is a must-have. My next question was about eya, but I'm going to squeeze in a question, while we're on the subject of content, the most discussed thing on the content side in the last few years is content production. We have asked you to stop by this program before, I would like to get your opinion. Too many brands create content with ea and include it in their own platform, and this has some positive or negative results in SEO. What is your thinking here is the strategy that you think should be implemented? You have experience here. Unfortunately, we are worried about moving fast. com if we have produced inside. We produced product descriptions with EA for 1,200 products, and we crashed in the March update. So our word count has halved. That's how badly we crashed. That's why I don't recommend it in any way. Currently, there is a startup that has identified the Eği, which has received a high level of investment. They're going to go up and down in the market, and Google is going to develop it on its side, or they're going to buy it, use one and penalize it. The content that is done in this way is a summary of the content that is currently on the market, so a wrong content leads to a wrong result. It is true that if the garbage enters, the garbage comes out, and the quality of the content decreases. He will punish it by going and then going to punish it. Like Google, if there is a search engine tomorrow, they will also penalize it. I believe that they will definitely be punished and harmed in terms of content. Therefore, you think that n education is more important than content. A lot, especially on the e-commerce side. Infrastructures and structures were already used for more ifs, some of which were also used in data analytics in prodati action the stock management. But recently, especially with the launch of the population by Amazon, shopping assistants have started to be talked about a lot. Do you think you are also the founder of the mediator? Therefore, what is the contribution of the publication to change the shopping experience or the product finding experience, what kind of action will it take? There are a lot of good examples right now. In fact, when you upload a dress you want, when you upload a picture of the dress, it makes similar ones. If we are very capable, we also match with picture recognition in our own system. Its success is very, very high. Therefore, people will now be able to easily get their return by uploading a product similar to a product they have previously defined, or a product they have seen in a friend or a celebrity. Eyay is much more present than e-commerce from now on. The front that will be on the agenda has a word, not the whole word, but actually the application. All of the employees produce quarters with eya. So there's an example of a toaster, he puts the toaster and he says, here's a picture of a kitchen around it and turn it into a video, the res kitchen is illustrated and turned into a video. So he's doing it with zucchini before Christmas, or he's differentiating it from the seasen TE. The content of this is all happening with ea and. This is an important force on the content production side. You can do the work of many interns and workers in many jobs in minutes and by multiplying with artificial intelligence. This brings a huge+. In addition, there is already a chat application. The Chat application has become even smarter, when you enter what kind of dress you want, it puts her dress in front of you. As I said, it will increase a lot and this will be one of the factors that affect your circulation the most. In fact, we are napping. We are trying to move the physical store experience in e-commerce to e-commerce. Therefore, the shopping assistant there will be what everyone will want to have an eestan where we can ask the questions we ask the friend who serves there and get results. Exactly. Since you just said content and video here, the following question can be shaped, we are talking about text content on the content side, we are talking about visual content, but especially in the last few years, you have been with product-based video content and products. Technologies such as hanging have also come out. Have you had any findings or experience that these increase conversion or the benefit of implementing them? Very recently, we met with a company that produces 360 videos for investment. Because of that, I know it very well. It increases it by 100%. Video and 360 display systems, people now live with video. So, they want to see the video product features from the video. Don't read what they can read so compactly below and get help from there. The generation is heading in that direction because it is so used to it. Therefore, there may not even be a painting from now on. I think we will get the information only with video content and make our shopping decision from there. I really think the pictures are about to be lowered now. In fact, the supporter of this is artificial intelligence, artificial intelligence already gives a great content when you say celebrity, when you give 300 sixty, by generating information from it and when you add 360-degree features. I think that's going to be the world of the future and the world of content. Thank you very much Serkan for joining and sharing your ideas. Today, we talked to Serkan Koç about what we expect in the coming years in order to grow e-commerce. If you want to be informed and support our new videos, it's up to you to subscribe, like, comment or share.